Wednesday, March 26, 2008

Short Takes: 3.27.08

Here are some interesting XM and online marketing news items and links for your perusal:

Is this the dumbest political ad idea ever? A company called Spot Runner has an interesting ad model. They offer a library of ready-to-use TV spots from which small businesses may select; paste in a logo, tweak the voiceover, and viola--a professional-looking ad ready to be placed on local TV. What seems like a fine idea for a small clothing store or pet boutique strikes me as a lousy idea for the unique world of politics, but Spot Runner is now offering stock TV ads for politicians. Given the highly personal nature of politician's records and stands--not to mention the importance of transparency and trust in candidate selection--this strikes me as a bad and potentially fatal idea for a candidate. If I were running for office, I'd rather my constituency see an awkward but genuine spot of me talking rather than get caught with a cut-and-paste tough-on-crime-in-anytown ad like this.

We couldn't agree more! ChiefMarketer.com has an interesting article entitled, "Digital Media Issues: What to Watch in 2008." Dave Friedman of Razorfish says, "The digital media business is no longer simply about buying ad space. It's about distributing experiences through social networks, videos, widgets and applications; branded content; and ad placements." He has other insightful forecasts about the online world in 2008, so check out the article. (I like the article, but isn't it cheating to wait until the year is a quarter completed before making your predictions? Here's one of my '08 predictions: Bear Stearns is going to collapse!)

The New York Times has an article about a cool little viral campaign for Scion. Launched by Strawberry Frog, ScionSpeak.com gives users the opportunity to create their own coat of arms, using hundreds of cool designer components. The campaign engages their target audience's love for customizing their rides. You can download your artwork, or arrange to pay to have the shield painted on your car. That's my Scion coat of arms at right.

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About Experience: The Blog

The world is changing rapidly, both for consumers and brands. Consumers are more empowered than ever before and traditional business models are under attack.

In an increasingly social, mobile and real-time world, brands are created not by the messages they broadcast but by the experiences they offer--ones that create empathy, build trust, earn loyalty, spur Word of Mouth, encourage collaboration, and provide ever greater value to customers in innovative ways. On this blog, we explore how brands are built and business improved via Customer Experience Management, purposeful corporate culture, social and mobile business strategy and collaborative economy models.

You are welcome to participate, criticize, praise, critique, expand, or correct the information and opinions found on this blog. Spam, off-topic, or crude comments will be deleted, but all others are welcome.

About the Author

I am Augie Ray, Research Director covering customer experience at Gartner. I conduct and publish research and advise Fortune 500 clients on the value, process, measurement and tools of customer experience. This includes topics such as Voice of the Customer (VoC), personas, customer journey maps, CX governance, and customer experiences metrics that are leading metrics of brand success.

Previously, I was Director of Global Voice of Customer Strategy for a Fortune 100 financial service company. My background includes more than 20 years of experience in digital, brand, customer experience and social media.

In the past, I led social business at USAA, a firm recognized for its innovative use of communities and social customer care within the financial service industry. I also consulted and published analysis as a Forrester analyst covering digital marketing and social media. In addition, I led a diverse $9 million agency team with specialties in digital development, digital experiential marketing and community strategy.

The future will bring a great deal of innovation that offers opportunities to organizations that are agile and willing to cannibalize their own business models (but it will severely challenge those organizations that cannot.)

The views expressed on this website/blog are mine alone and do not necessarily reflect the views of my employer.